Every User in Content Runner will be given template instructions, or Style Guides, that will allow them to direct Writers on how the content should be formatted based on the type of content they need. While each article will have a separate set of instructions (Order Notes) that will tell Writers the exact topic of the piece, Style Guides serve as guidelines that will apply to every article of that nature in order to control formatting, tone, and writing style. Of course, any User can add as many Style Guides as they would like depending on their needs.

The following are descriptions of the  Style Guides available on Content Runner. From your Dashboard, they can be found under the Settings tab under Style Guides  as shown below.

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1. Inbound Marketing Style Guide (e.g. onsite blog posts)

This article will be published on our company’s blog using a pseudonym. Generally, we are attempting to promote our products or services in a way that address a hypothetical customer’s need. Please keep this goal and our audience in mind (what does the customer need; how does the product/service address the need). Be sure to read the assignment instructions carefully. Unless otherwise instructed by the assignment, please keep the language and tone of your article as professional as possible. If you have questions or suggestions on how to improve the article, please contact us.

Requirements:

  • Focus on solving the customer need.
  • Do not disparage the client, industry or products.
  • Please use and cite official sources to support your information (official source = .gov, .edu, or any media outlet. Any article referencing Wikipedia, about.com, ehow, or commercial sites will be sent back for revision).
  • Please do not cite competitors or mention competing products/services as alternatives.
  • Please use section headers.

The inbound marketing Style Guide is meant to instruct the Writers to craft the content to be written on behalf of the User to be featured on their own website. This is one of the most critical Style Guides,  as the Writer will often need to match the tone of the website in which the content will be featured on without much deviation in voice.

2. Self-promotional Blog Post Style Guide (e.g. product reviews)

This article will be published on our company’s blog using a pseudonym. The goal of the post is to promote the product/service/topic referenced. Please highlight the features of the topic, tailored to resonate with a potential client. Be sure to read the assignment instructions carefully. Unless otherwise instructed by the assignment, please keep the language and tone of your article as professional as possible.

  • Do not disparage the client, industry or products.
  • Please do not cite competitors or mention competing products/services as alternatives.
  • Please use and cite official sources to support your information (official source = .gov, .edu, or any media outlet. Any article referencing Wikipedia, about.com, ehow, or commercial sites will be sent back for revision).
  • Please use section headers.

The self-promotional post is intended to do just that: describe or review a service offered. Regardless if you are promoting roofing services or selling clothing, these instructions will ensure the content only promotes services offer by the User or client in question and reviews any and all products in a positive manner.

3. Thought Leader Style Guide (e.g. white papers)

This article will be published on a blog using a pseudonym. The post is intended to communicate a unique perspective and new insight to the topic at hand. Keep in mind that the audience will likely be individuals with a wealth of knowledge in the subject matter area, therefore, avoid descriptions of basic concepts, terms, etc. Additional research may be necessary in order to speak with an authoritative tone. This should not be an “introduction to” article. Be sure to read the assignment instructions carefully. Unless otherwise instructed by the assignment, please keep the language and tone of your article as professional as possible.

  • Please use and cite official sources to support your information (official source = .gov, .edu, or any media outlet. Any article referencing Wikipedia, about.com, ehow, or commercial sites will be sent back for revision).
  •  Please refrain from “parroting” other thought leaders in the area.
  •  Please use section headers.
  • Quotes from famous individuals (though not competitors) may be worked in to lend credibility and draw parallels.

These instructions are most appropriate for white papers and other business marketing materials. This form of content will ensure that your business is given authority and credibility and the instructions provided will ensure this is communicated to the Writer. It may also help to supplement additional material regarding the business in order to make certain the content is as thorough and accurate as possible.

4. Press Releases

A press release should present newsworthy information without sounding commercial. Avoid using language that sounds more like an advertisement than an announcement of some newsworthy change. Please make the subject of the press release seem as new and newsworthy as possible.

  • Please do not use first or second person–do not use “you/yours” or “us/we/ours”.
  • Do not include quotes.
  • Please include an italicized subheading elaborating on the title. (For example, if the title is “[Company] Announces New Products for Preparing Roofs for Winter”, a good subheading might read “Homeowners Encouraged to Prepare Homes for Harsher Weather” or something to that effect.)

At the end of the press release, include an “about” section with general information about the company, including contact by phone, email, and website URL.

Press releases are a great way to educate the public about your business, and this Style Guide will be used to ensure the tone is appropriate and the content  presented is both factual and newsworthy.

If you have questions or issues using any of the Style Guide mentioned, you can contact support@contentrunner.com for more information.